Where is my data? As this panel's moderator said, "You have complete job security if you know what your data structure is." One panelist said she feels lucky in that her company has a data scientist housed in one place.

Among the company's personalization methods are predictive analytics, data-driven, rules and logic. "It comes down to segmentation. There's a lot of power in segmentation, micro-segmentation."

TaylorMade's John Gonsalves said the really interesting part is the on-course data, "what happens out in the wild": location, what's in the bag, driving distance, dispersion, all culminating in a stake called strokes gained.

"AI will relentlessly pursue whatever metric you've set up for it, so "be careful what you wish for." The most important thing to get right about AI is defining the success metric. AI approaches work, but the impact can be unexpected.

As any online marketer knows, there is fraud. That happens when a customer claims an item ordered is missing. How to cover one's tush? Take a photo of the box before it's sealed. Problem solved.

EAB's Doug Henderson pointed to the new slang word for growing up -- adulting -- by which these kids see mail with their names on them and begin to identify as adults. "They expect to get mail from colleges," he said, "not tweets."

Marion Price, Email Marketing Manager, NA eCommerce at Lenovo, drew up a list of ways to make the best use of automated email, including "Know your people," their purchase data and relationship to your brand.

Eric Bandholz, the founder of Beardbrand, and Erik Teng, senior email marketing manager of email at Quip, took a hard look at Lenovo's email. Teng's first question was about the navigation bars at the top.

Tech stacks are full of acronyms. Take Ryan Heft's. As email marketing manager for KEEN, he said, "ESP is my main world. Our CDP is being developed in a larger capacity."